TTLV: Characteristics of shop signs in Hang Dao and Hang Gai wards, Hoan Kiem district, Hanoi city

1. Student's full name: Do Thi Mai Phuong

2. Gender: Female

3. Date of birth: October 2, 1982

4. Place of birth: Hanoi

5. Student recognition decision No. 2811/2016/QD-XHNV dated August 18, 2016 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process:

- Application for extension of study period (3 months).

7. Thesis topic name:Characteristics of shop signs in Hang Dao and Hang Gai wards, Hoan Kiem district, Hanoi city

8. Major: Linguistics; Code: 60 22 02 40

9. Scientific advisor: Prof. Dr. Nguyen Van Khang

10. Summary of thesis results:

1) The cause of innovation initiated, led and organized by our Party over the past 30 years has achieved great achievements of historical significance, changing the face of the country in all aspects, most notably economic integration and growth. The market economy with commercial competition as a driving force for development cannot ignore the role of advertising, a brand promotion activity with diverse means and forms. Store signs as messages of business entities are not only purely informative but also an invitation in the nature of an advertising discourse. Due to its social publicity and constant presence as a symbolic signal of innovation and economic development, store signs are an important component of the urban face introduced to the public, creating the city's linguistic environment.

2) The thesis applies general theories of sociolinguistics, such as: language landscape, language attitudes and sociological research and investigation methods to describe and analyze the current situation of language use on store signs based on the source of data which is all the photos of store signs in the two wards of Hang Dao and Hang Gai, Hoan Kiem district, Hanoi city.

3) Linguistic landscape is a type of written text posted in public spaces in urban environments. As a socio-cultural entity, like the entities that make up urban landscape such as architecture, residents, and ecology, that type of written text is also a component of urban landscape.

The system of shop signs - a part of the linguistic landscape - is a fairly typical indirect communication channel in the urban environment. As a source of material containing many issues of language and social life, in Vietnam recently, shop signs have received a lot of attention in the field of language research, especially urban sociolinguistics.

Language attitude is the assessment of the value and behavioral tendency of a community or individual towards a language or a linguistic phenomenon. It is formed and influenced by many factors such as social status, cultural context, social relations, economic development, education, population, age, gender, occupation, cultural level, etc.

4) The survey of 773 shop signs in Hang Dao and Hang Gai wards shows that foreign languages ​​dominate a large proportion of the signs. This reflects the inevitable trend and impact of the economic and cultural integration process that is taking place more and more strongly in Vietnam, especially in large cities like Hanoi. The use of multiple languages ​​on shop signs,

5) Characteristics of potential customers and business items affect the use of language on store signs. Streets selling goods and products related to tourism, souvenirs, fashion, etc., where many foreign tourists and young people in the capital pass by, according to statistics, have signs using foreign languages ​​at a much higher rate than other streets.

6) Through studying the attitudes of Hanoi people according to occupational groups, it can be initially concluded that the majority of people are interested in the language on store signs, and agree with the state's regulations on this issue.

11. Practical applicability: From the survey results, the thesis hopes to contribute a small part to complete the picture describing the common linguistic landscape of Hanoi's Old Quarter. Thereby, it tries to make some recommendations and proposals to preserve the purity of the Vietnamese language and preserve the national cultural identity in the current context of integration and globalization.

12. Further research directions: None

13. Published works related to the thesis: None

INFORMATION ON MASTER'S THESIS

1. Full name: DO THI MAI PHUONG 2. Sex: Female

3. Date of birth: 02 October 1982 4. Place of birth: Hanoi

5. Admission decision number: 2811/2016/QD-XHNV August 18, 2016 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in academic process:Application for extension (3 months).

7. Official thesis title:Characteristics of the names of shop signs in the area of ​​Hang Dao, Hang Gai ward - Hoan Kiem district - Hanoi city

8. Major: Linguistics Code: 60 22 02 40

9. Supervisors: Prof. Dr. Nguyen Van Khang

10. Summary of the findings of the thesis:

1) The cause of renovation which our Party initiated, led and organized to perform over the past 30 years has got great achievements of historical significance and changed the face of the country in all aspects, especially import and economic growth. A market economy with competitive business is a driving force for growth. It can not ignore the role of advertising, a branding activity with a variety of means and types. Shop sign as a business message is not only purely informative, but is also an advertising appeal. Due to social openness and regular presence as a symbol of innovation, economic development, shop sign is an important component of the urban landscape introduced to the public, creating the language of the city.

2) The thesis applies the general theories of social linguistics, such as linguistic landscapes, language attitudes and research methods, sociological investigations to describe, analyze linguistic realities on the signboard of the shop based on documentary source is the whole picture of the shop sign in the area of ​​Hang Dao, Hang Gai ward, Hoan Kiem district, Hanoi.

3) Linguistic landscape is the type of written text in public spaces in urban. Being a social-cultural entity, like entities constituting urban landscape such as architecture, habitants, ecology, this kind of writing is also part of urban landscape.

The shop sign system - part of the linguistic landscape - is an indirect medium of communication in the urban environment. As a source of material for many linguistic and social problems, in Vietnam, recently, the shop sign has gained a lot of attention in the field of language research, especially in urban social linguistics.

Language attitudes are an assessment of the value and behavioral tendency of a community or individual toward a language or a language phenomenon. It is shaped and influenced by many factors such as social status, cultural context, social relations, economic development, education, population, age, gender, occupation, educational level…

4) In fact, surveying 773 shop signs in Hang Dao and Hang Gai wards showed that foreign languages ​​​​occupied a large percentage of signboards. This reflects the trend, the inevitable impact of the process of economic and cultural integration is happening more and more strongly in Vietnam, especially in large cities such as Hanoi capital. The use of multilingual on the shop sign, on the one hand expresses the positive aspects such as international, modern, prestige products, or satisfy customer tastes. Besides, the reverse side of it is the phenomenon of abuse of foreign languages ​​in a rampant, ignorant ignorance of the role of Vietnamese, the risk of losing the national identity. This is the issue that needs attention from managers, researchers, and the voices of the whole society.

5) Characteristics of potential customers and business items affect the use of shop sign language. The streets selling travel-related products, souvenirs, fashion ..., where many foreign tourists and the intercourse of the youth of the capital, according to statistics, the foreign language signs occupy a higher proportion than the rest of the city.

6) By looking at the language attitudes of Hanoi people according to vocational groups, it is initially possible to comment: Most people are interested in the language on the shop sign, and have agreed with the regulations of the state in this question.

11. Applicability in practice: From the survey results, thesis wishes to contribute a small part to complete the picture depicting the linguistic landscape of Hanoi's Old Quarter. Then try to make some recommendations, in order to preserve the clarity of Vietnamese language, preserve national cultural identity in the context of integration, globalization today.

12. Further research directions, if any: No

13. Thesis-related publications: No